Constraining the Possibilities
Working on a client project last week, an unusual constraint was placed on the project. The marketing lead for the multimedia presentation dictated there be no narration on the 3 to 5 minute piece. As each creative team member pointed out how narration would be such a help in getting the message across, he would reiterate his statement, “That’s great. And maybe narration will put it over the top, but it has to work without any narration at all.”
While it seemed to be a frustrating and potentially very unnecessary constraint, there was clearly a strategic rationale for his statement. The narration would be the last element within an incredibly time-sensitive project. The voiceover itself would be a highly variable creative element where subjective opinions about its quality or tone could completely undermine the deliverable, i.e., if the CEO didn’t ultimately like the voiceover, the whole project could fall apart at the last hour.
By imposing what seemed like a ridiculous constraint, he forced stronger, more complete performance on other creative aspects of the production. He also left the possibility of a voice over as a bonus and not a possibly vulnerable critical element. What an interesting strategy, and one worth considering when you want to protect yourself from the potentially weakest variable in your equation.
Mike Brown is an award-winning innovator in strategy, communications, and experience marketing. He authors the BrainzoomingTM blog, and serves as the company’s chief Catalyst. He wrote the ebook “Taking the NO Out of InNOvation” and is a frequent keynote presenter.
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